Now that advertisers have grown comfortable with the precise targeting and measurement of digital advertising, they expect to have the same ability in traditional advertising, including the medium advertisers choose to spend the most dollars in: television. And while digital-like targeting and measurement isn’t yet possible with linear television, it is with addressable TV. Households accessible via addressable TV can receive different ads based on who they are and what they are likely to buy. ... Read more

Marketers all recognize the need to target campaigns with as much precision as possible. But there are times when it’s possible to be too precise, and the family home is the place where that can happen.... Read more

Marketers debate how precisely brands should target their digital ads. Meanwhile, numerous studies have proven the value and efficiency of being able to target people based on very specific data — such as the brand of soap they buy or the age and make of the car they drive — showing it to be more effective than general demographic targeting. However, ad fraud can undermine the surgical-strike efficiencies of well-targeted digital advertising without the proper measures in place to uncover and mitigate fraud risk. ... Read more